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Jul 28, 2015, 8:41 AM: Motorola says smartphones should be more than the sum of their spec sheets.

Jul 28, 2015, 8:40 AM: The Pulse offers 18 hours of playback, and the surround offers 12 hours of playback. It's waterproof and sweatproof for use during workouts.

Jul 28, 2015, 8:39 AM: Motorola also revealed new Bluetooth headsets, the Moto Pulse (on ear, $60) and the Moto Surround (in ear, $70).

Jul 28, 2015, 8:39 AM: The phone will still be available through carriers, but Motorola would prefer to sell the handset directly to people online, based on the comments of the dude here.

Jul 28, 2015, 8:38 AM: Motorola: We are extremely excited about this phone.

Jul 28, 2015, 8:37 AM: Motorola will sell it direct to consumers via Motorola.com, BestBuy.com and Amazon.com.

Jul 28, 2015, 8:37 AM: Motorola will sell it direct to consumers via Motorola.com, BestBuy.com and Amazon.com.

Jul 28, 2015, 8:36 AM: Motorola is proud to offer a handset that can be used on multiple networks, since it is sold unlocked and wit universal branding.

Jul 28, 2015, 8:32 AM: OK, yup, wrapping up now.

Jul 28, 2015, 8:31 AM: Moto X Style available in September, Moto X Play available in August, and Moto G available in 60 countries starting today.

Jul 28, 2015, 8:31 AM: He's talking up their major selling points -- especially the price/value (which they have not yet revealed).

Jul 28, 2015, 8:31 AM: Motorola Moto X Style, Moto X Play, and Moto G are the three phones announced today. Looks like leader Rick Asterloh is wrapping up.

Jul 28, 2015, 8:30 AM: The Moto G can be customized via Moto Maker, with lots of different selections as far as colors and accents are concerned.

Jul 28, 2015, 8:27 AM: IPX7, which means it can sit in up to one meter of water for up to 30 minutes.

Jul 28, 2015, 8:26 AM: Water resistant, too.

Jul 28, 2015, 8:26 AM: 13-mp on the back, 5-mp on the front.

Jul 28, 2015, 8:25 AM: Has an IR filter to make sure pictures look better.

Jul 28, 2015, 8:23 AM: Motorola is now talking up the Moto G.

Jul 28, 2015, 8:22 AM: Motorola is showing off the Moto Assist feature on the Moto X Play, which can be used to control notifications via voice commands. This has been a mainstay of the Moto X since the 2013 version.

Jul 28, 2015, 8:20 AM: Motorola today showed off a variant of the Moto X called the Moto X Play, which indulges a 3,630mAh batter with Quick Charge technology. Motorola says the handset can last two days on a charge, and can gather 8 hours of battery life with just 15 minutes of charging. The Moto X Plat has a 5.5-inch screen, 21-megapixel camera, and of course Moto Assist.

Jul 28, 2015, 8:17 AM: Moto X will be sold for hundreds less than competing flagships.

Jul 28, 2015, 8:17 AM: The phone supports worldwide LTE bands. Sold unlocked, as a Pure Edition with no skins on the stock Android UI.

Jul 28, 2015, 8:15 AM: Motorola says the 21-megapixel camera has better light capturing, faster focus, faster capture, and better color than previous cameras.

Jul 28, 2015, 8:13 AM: Phone has quick-charging capability that Motorola says is faster than any other charging system.

Jul 28, 2015, 8:13 AM: Wood and leather also still available. Wood comes from "responsibly managed forests" Three different metal frames, and custom accents, of course.

Jul 28, 2015, 8:12 AM: Stereo speakers, silicon rubber-grip back. Available in several colors and it resists fading.

Jul 28, 2015, 8:11 AM: It's just a hair smaller than the iPhone 6 Plus, based on Motorola's graphic.

Jul 28, 2015, 8:11 AM: 5.7-inch display with narrow borders.

Jul 28, 2015, 8:10 AM: Looks really similar to the 2014 Moto X, with wood/kevlar back panels and a metallic frame.

Jul 28, 2015, 8:10 AM: Moto X Style is the name of the new phone.

Jul 28, 2015, 8:09 AM: First up, Moto X!

Jul 28, 2015, 8:09 AM: Jeff Wicks is speaking now from NYC.

Jul 28, 2015, 8:09 AM: THREE NEW MOTO PHONES!

Jul 28, 2015, 8:08 AM: A lot of unspecific specifics about the new Moto X and Moto G here.

Jul 28, 2015, 8:08 AM: Motorola said it strived to make the battery last longer and charge faster.

Jul 28, 2015, 8:07 AM: Motorola is playing up the benefits of Moto Maker for personalizing your handset.

Jul 28, 2015, 8:07 AM: Motorola says it put a lot of effort into making its cameras best-in-class. (Something Motorola could not always claim in the past.)

Jul 28, 2015, 8:06 AM: Moto says your relationship with your phone should be reciprocal.

Jul 28, 2015, 8:06 AM: Five keys: 1. meaningful exchanges, 2. making and sharing memories, 3. self expression, 4. always there for you, and 5. won't empty your wallet.

Jul 28, 2015, 8:05 AM: Moto says we deserve a "better relationship."

Jul 28, 2015, 8:04 AM: Hayes is suggesting we love our devices (perhaps too much) and they don't love us back properly.

Jul 28, 2015, 8:04 AM: Nomophobia - fear of being without their smartphone.

Jul 28, 2015, 8:03 AM: Adrienne Hayes, Chief Marketing Officer, is speaking.

Jul 28, 2015, 8:03 AM: Now we're getting a live feed from London.

Jul 28, 2015, 8:02 AM: Moto says it say 118% growth in sales last year.

Jul 28, 2015, 8:02 AM: Asterloh is talking up Motorola's recent successes and accolades.

Jul 28, 2015, 8:01 AM: Moto says the Moto G has been the best-selling handset in Brazil for a full year.

Jul 28, 2015, 8:01 AM: Asterloh says they've spent the last few years rebuilding Motorola "from the inside out."

Jul 28, 2015, 8:00 AM: Rick Asterloh is speaking to us via live feed from Sao Paolo.

Jul 28, 2015, 7:59 AM: Still twiddling our fingers.

Jul 28, 2015, 7:57 AM: Um, and we're pausing.

Jul 28, 2015, 7:57 AM: Such as Rick Asterloh, Moto's leader, and others.

Jul 28, 2015, 7:56 AM: Jeff Miller form Motorola is on stage. He says several other Moto dudes are going to speak today.

Jul 28, 2015, 7:56 AM: And here we go!

Jul 28, 2015, 7:54 AM: Things are going to get under way aaaaaaaaaaaaany second now.

Jul 28, 2015, 7:51 AM: Five-minute warning!

Jul 28, 2015, 7:42 AM: What are you guys expecting? Sound off in the comments, (and try out our brand-new comment system!)

Jul 28, 2015, 7:34 AM: We're seated in the front row and ready to go. Things should get started at 9am, if not shortly before.